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Guilherme Farinelli currently serves as the Chief Marketing, Sales & Digital Officer at Aramis as of February 2024, following a diverse career in digital transformation and e-commerce leadership. Prior experience includes roles as a Business Mentor at Endeavor and Head of Growth & Digital Channels at Banco Itaú, with a strong focus on customer journey enhancement and data-driven product development. Guilherme has held significant positions such as Director of Digital Transformation at Cia. Hering and Director of E-commerce, CRM, and Omnichannel at Grupo Boticário, where responsibilities included leading digital strategies and managing e-commerce business units. Earlier positions include Director of E-commerce and Marketing at Saraiva, as well as E-commerce Sales and Marketing Manager at Magazine Luiza. Educational qualifications include an MBA from ISE Business School, a specialization in Artificial Intelligence for leaders from StartSe, and a degree in Communication from Pontifícia Universidade Católica de São Paulo.